Toyota – Auris

With a nation-wide campaign in Germany, Toyota is launching its flagship in the C segment – the new Auris.

Scenes of a happy bromance: two friends, a road trip through magnificent landscapes and the joy of sharing an unforgettable experience. That’s the focal point of the new Toyota spot with the familiar buddies Jan-Josef Liefers and Axel Prahl. They are enjoying a relaxing drive in the mountains and are having fun without the need to exchange many words. Their playful ease is contagious. As the viewer, you find yourself imagining what it would be like to do the same thing with your own friends. But suddenly, the trip comes to an abrupt and dangerous end directly behind a serpentine curve. They are saved by another ‘friend’ on this road trip – the new Toyota Auris.

In the continuation of the campaign ‘A car like a friend’, the famous German actors Liefers and Prahl once again act as ambassadors for Toyota: this time, it’s for the freshly launched Toyota Auris. The two actors successfully highlight the Toyota brand values of ‘innovation’ and ‘reliability’. Saatchi & Saatchi Germany is responsible for the campaign.

“Liefers and Prahl are extremely authentic as testimonials for ‘friendship’. And that’s how we want the audience to see the new Toyota Auris: as a friend who is always there for you,” says Alexander Reiss, ECD at Saatchi & Saatchi. “While we communicated more general brand topics with the last road trip in May, we are now addressing the audience on a product level with safety features like Toyota Safety Sense or the reversing camera to demonstrate why the new Auris is a car like a friend,” continues Reiss.

Viewers experienced this for the first time on the 21st of September: in 30-second TV spots on channels with a high reach like RTL, SAT1, PRO7 and ARD as well as online as a pre-roll and on the Toyota websites. The film will continue in additional 60-second spots at cinemas and through social media.

Furthermore, large-format print ads and an 8-page insert in trade and consumer magazines like Auto Bild, Auto Motor Sport and Auto Test increase awareness of the new model. The campaign is accompanied by an extensive banner campaign, microsites, social media measures and a strategic communication concept for dealerships.

The Saatchi & Saatchi network has been creating global communication strategies for Toyota for 30 years. The campaigns developed and implemented in Germany include several ads with the actors Jan-Josef Liefers and Axel Prahl as well as the Aygo X-cite campaign with DJ Robin Schulz.

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